CONSUMER PERCEPTION ON ALTERNATIVE POULTRY

T. Farina and S. Almeida / International Food and Agribusiness Management Review Vol 5 Iss 2 2003

kilo. One of the problems that arose was that the concept of reserve price is difficult to
measure. Furthermore, some people were reluctant to answer, because they felt that if
they gave a price higher than the market price, supermarkets would increase the price.

Table 1. Reserve Prices

Finally, on the scale of importance, type of chicken had 21,21%. The interpretation of this
result is that two of the three types, free-range and natural, are indifferent in the
consumer’s perception. This indifference can be attributed to the fact that most of the
interviewees state that they consume natural and free-range chicken, because they
contain no antibiotics or steroids, as shown in Table 2. Hence, they can be indifferent to
which they eat, free-range or natural, but prefer these two over conventional. Perhaps if
the levels of this attribute were only conventional or alternative, its coefficient of
importance would have been greater.

a) Results of the questionnaire

In Europe and the United States, consumers have a strong concern for the preservation
of the environment and animal welfare. In Brazil, this concern is becoming noticeable,
though not with the same intensity yet. Most consumers state they eat alternative
chicken because its production does not harm the environment. However, most
consumers denied the fact that they eat this kind of chicken due to animal welfare, as
shown in Table 2.

Table 2. Reasons for Consuming Alternative Chicken.

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